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dc.creatorvan Gastel, Mario
dc.date.accessioned2011-07-13T17:24:44Z
dc.date.available2011-07-13T17:24:44Z
dc.date.created2011-05
dc.date.issued2011-07-13
dc.date.submittedMay 2011
dc.identifier.urihttp://hdl.handle.net/2152/ETD-UT-2011-05-3659
dc.descriptiontext
dc.description.abstractThe principal theory in the field of public relations, grounded in the landmark Excellence Study headed by J.E. Grunig (1992), has moved from viewing activist groups as posing a threat to organizational effectiveness, to recognizing their positive influence on the development of Excellent public relations practices, to incorporating the activist perspective into the main research agenda. The public relations practices of activist groups are similar to those of their target organizations, and research has demonstrated that both parties are more likely to achieve their respective goals if both use symmetrical strategies. Factors that have been found to be critical to the success of activist groups include their ability to maintain the viability and legitimacy of the organization and the issue(s) it pursues, and their ability to build relationships of trust with its members, complementary organizations, legislative bodies, and the press. Since web-based communication has become a principal source of counterbalancing their disadvantage in resources vis-à-vis the targeted institution(s), the ability to take advantage of the potential of online media has also become critical to the success of activist groups. Another important source for counterweighing the “deep pockets” of their corporate or governmental adversaries, and thus a critical factor for success, is the “motivation and fervor” of the members of activist groups. Whereas the public relations behavior of corporations and governments is primarily cued by highly rational and regulated guidelines at the organizational (meso) level, activist public relations behavior is often grounded in highly emotional considerations at the personal (micro) level. This raises the question: how can the public relations practices of an activist group affect its members at the personal level? Bandura’s model of self-directed change (1990) offers a promising framework for addressing this question, as it facilitates the evaluation of an activist group’s public relations campaign in terms of its effectiveness in reinforcing the motivation, social and self-regulatory skills, and self-efficacy of individual members. The model suggests that effective activist public relations practices are not only successful in preserving viability and legitimacy at the meso level, but also enhance empowerment at the micro level.
dc.format.mimetypeapplication/pdf
dc.language.isoeng
dc.subjectPublic relations
dc.subjectActivism
dc.subjectSelf-directed change
dc.subjectAbortion
dc.subjectPro-life advocacy campaigns
dc.subjectPro-choice advocacy campaigns
dc.subjectHealth-care initiative
dc.subjectHealth-care debate
dc.titleActivist public relations and programs of self-directed change
dc.date.updated2011-07-13T17:24:53Z
dc.identifier.slug2152/ETD-UT-2011-05-3659
dc.description.departmentAdvertising
dc.type.genrethesis*
thesis.degree.departmentAdvertising
thesis.degree.disciplineAdvertising
thesis.degree.grantorUniversity of Texas at Austin
thesis.degree.levelMasters
thesis.degree.nameMaster of Arts


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